Digital Out-of-Home Advertising - Western Africa

Ad spending in Western Africa's Digital Out-of-Home Advertising market is forecasted to reach US$62.47m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 8.94%, leading to a projected market volume of US$104.40m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is expected to be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.15 in 2024.
In Western Africa, the Digital Out-of-Home Advertising market is rapidly expanding, driven by increased urbanization and growing consumer demand for interactive and engaging content.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Western Africa is experiencing significant growth and development. Customer preferences in the region are driving the expansion of the Digital Out-of-Home Advertising market. With the increasing urbanization and population growth in Western Africa, there is a growing demand for innovative and engaging advertising solutions. Consumers in the region are becoming more receptive to digital advertising formats and are increasingly looking for interactive and personalized experiences. As a result, advertisers are investing in digital out-of-home advertising to reach and engage with their target audience effectively. One of the key trends in the market is the adoption of digital signage in high-traffic areas such as shopping malls, airports, and transportation hubs. These locations provide advertisers with a captive audience and allow them to deliver targeted messages to a large number of people. Digital signage provides flexibility in content delivery, allowing advertisers to change their messages in real-time and tailor them to specific audiences or events. This dynamic advertising approach is highly effective in capturing consumers' attention and driving brand awareness. Another trend in the market is the integration of technology and data analytics in digital out-of-home advertising. Advertisers are leveraging technologies such as facial recognition, mobile tracking, and audience measurement tools to gather data and insights about consumer behavior. This data helps advertisers optimize their campaigns, target specific demographics, and measure the effectiveness of their advertising efforts. By leveraging technology and data, advertisers in Western Africa can deliver more relevant and personalized messages to their target audience, increasing the impact of their advertising campaigns. Local special circumstances in Western Africa also contribute to the development of the Digital Out-of-Home Advertising market. The region has a young and tech-savvy population, which is more receptive to digital advertising compared to traditional forms of advertising. Additionally, the rapid growth of mobile internet and smartphone penetration in the region has created new opportunities for advertisers to reach consumers through digital out-of-home advertising. Underlying macroeconomic factors, such as the growing middle class and increasing disposable incomes in Western Africa, are also driving the growth of the Digital Out-of-Home Advertising market. As consumers' purchasing power increases, advertisers are investing more in advertising to capture their attention and drive sales. Furthermore, the region's favorable business environment and government support for the advertising industry encourage both local and international advertisers to invest in digital out-of-home advertising in Western Africa. In conclusion, the Digital Out-of-Home Advertising market in Western Africa is experiencing significant growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are leveraging digital signage, technology, and data analytics to deliver targeted and engaging advertising messages to the growing urban population. With the continued growth of the middle class and increasing disposable incomes, the Digital Out-of-Home Advertising market in Western Africa is expected to continue its upward trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.